Farelogix Creates Platform for Multichannel Access to Air Content

Farelogix unveiled a single platform designed to connect dynamic airline content with virtually any distribution channel, including travel management companies and GDSs, as well as with airlines’ own direct outlets such as websites, mobile channels and airport kiosks.

Chief executive officer Jim Davidson said the new Airline Commerce Gateway does not seek to replace the GDS channel. “This is not an either/or,” he said. Nor is it a GNE, he said, referring to the “GDS New Entrants” that sprang up in advance of the 2006 round of airline-GDS negotiations.

Accommodates all channels
“The technology exists to accommodate all the distribution channels. We are capable of responding to any outlet,” Davidson said.

One of those channels could be the GDSs, he said. But since the “distribution war” triggered by American Airlines’ direct-connect initiative, Farelogix no longer has access to a GDS, he said. Farelogix developed the technology behind American’s Direct Connect product.

If peace breaks out on the distribution front, however, the technology will be there to connect Farelogix’ Gateway to GDSs.

Although the Gateway is capable of direct connections with travel management companies, “we’re not talking about just doing direct connects,” he said.

Facilitates merchandising
Davidson said the Gateway system will enable airlines to depict their merchandising efforts, such as flat beds, upgraded meals and lounge access, in both still shots and videos.

There is “pent-up demand” for this kind of merchandising on the part of both airlines and travel agencies, he said.

Traditional travel agency screens reduce a seat that converts to a flat bed to a symbol, he said. “How does a travel agency get value out of selling an ‘X’?” he asked.

(The GDS companies’ upgraded agency desktops offer visual enhancements, but airlines complain that most agents still prefer to work in the green screen environment.)

Combines three engines
Davidson said the Gateway is a combination of three existing interactive engines, covering pricing, merchandising and distribution business rules.

An XML-based direct connection links the airline host system with the three engines, which in turn are linked to various distribution channels, both direct and indirect, via Farelogix’ FLX API.